Amazon PPC Europe: Running Ads Across EU Marketplaces

Amazon PPC Europe, in practice, means running Sponsored Products and other Amazon Ads campaigns in each European store you sell in, with keywords researched in the local language, budgets in the local currency and bids judged against local margins. One Amazon Ads account can cover several countries, but each marketplace behaves like its own market and needs its own targeting.

Amazon PPC Europe is the practice of managing pay-per-click Amazon Ads campaigns across Amazon’s European marketplaces, where each country has its own search behaviour, language, currency and competition.

Which Amazon stores can you advertise on in Europe?

Amazon’s Sell across Europe page says one seller account can reach customers across its ten European stores. You can run ads in any of them where your products are listed, in stock and eligible for the featured offer, using that store’s language and currency.

Amazon.ie is the newest of these; it opened in March 2025. If you are moving from the UK into Germany first, our guide to selling on Amazon Germany from the UK covers the set-up steps.

Do you need a separate Amazon Ads account for each marketplace?

No. Amazon says new advertisers only need to create one account to register for all eligible countries, and you switch between countries in the console. In practice, each country still has its own campaigns, budgets and currency, so you manage Amazon.de and Amazon.fr as separate markets even inside one login.

Amazon’s international advertising tools guide also describes:

• Global Sponsored Products campaigns: one campaign that spans several countries, with settings you can customise by country. Availability depends on how you access Amazon Ads.
• Keyword translation: you enter keywords in your own language and the tool translates them into the target country’s language.
• Currency conversion: reports can be converted to one currency for comparison. Amazon says this does not change actual invoices or payments.

Global campaigns save set-up time. Separate campaigns per marketplace give tighter control of bids, negatives and budgets. A workable approach is to launch with a global campaign where it is available to you, then move best-selling products into country-specific campaigns once you have data.

Should you translate keywords or research them locally?

Research them locally. Translation tools give you a starting list, but shoppers in each country use their own terms, spellings and word forms. A literal translation can miss the phrase most people actually type, or pick a word that is correct but rarely searched.

German compound words

German often joins nouns into a single word. A shopper might search “Laufschuhe” (running shoes) as one word, or “Laufschuhe Damen” with a second term after it. Your keyword list needs both the compound and the common split or extended forms, and your listing needs the compound in the title or backend terms. Broad and phrase match handle word order but not every compound variation, so check the search term report for forms you missed.

Dutch and Belgian searches

Dutch also builds compounds, such as “hardloopschoenen” for running shoes. Amazon.com.be serves both French and Dutch speakers, so a Belgian campaign may need keywords in both languages. Do not assume your German or French keyword list covers the Netherlands or Belgium.

A practical process

1. Start with Amazon’s translated suggestions and your own native-speaker review.
2. Check the local Amazon search bar suggestions for each term.
3. Run an automatic campaign for about two weeks to collect real search terms.
4. Move converting terms into exact match and add irrelevant terms as negatives.
5. Update your local listing so it contains the terms that convert.

How do currency and VAT affect European PPC?

Each store has its own currency, and consumer prices on European stores include VAT at that country’s rate. The same price can therefore leave a different net margin in each country, which means your break-even ACoS differs too. Calculate it per marketplace, not once for Europe.

• Work out net revenue per unit after VAT, Amazon fees and fulfilment cost for each store.
• Set a separate break-even ACoS for each marketplace from that figure.
• Set daily budgets in local currency. Amazon’s multi-country checklist suggests a starting daily budget of $10 or the local equivalent.
• Plan for local shopping events and seasonality, which do not line up across countries.

VAT registration and filing rules are outside the scope of this article. Take advice from a VAT specialist before you store stock in a new country.

How do Pan-EU FBA and EFN affect your ads?

Your fulfilment set-up decides whether a listing is in stock, Prime eligible and able to win the featured offer in each store, and ads only show when those conditions are met. Pan-European FBA stores stock in several EU countries; the European Fulfilment Network ships from one country to others.

According to Amazon’s Pan-European FBA page:

• With Pan-European FBA, Amazon distributes and stores your products across the EU countries you authorise.
• With EFN, Amazon stores products locally and sends them to other countries from there.
• Pan-European FBA needs a VAT number in each country where goods are stored; with EFN, a VAT number is generally not mandatory in the target store.
• The UK has not been part of Pan-European FBA since 1 January 2021. To use FBA in both the UK and the EU, you ship stock to both or use Remote Fulfilment.

For ads, the practical point is stock visibility. If a country runs low because stock sits elsewhere, the featured offer and the ads in that country can stop. Check inventory by country before raising bids.

How should you structure campaigns across European marketplaces?

Use the same campaign framework in every country, but fill each one with local keywords, local bids and local negatives. A consistent naming convention, with the country code in every campaign name, makes it easy to compare performance and spot which marketplace needs attention.

• Name campaigns with a country code, for example “DE | SP | Exact | Running shoes”.
• Keep automatic, broad, exact and product targeting campaigns separate in each country.
• Keep negative keyword lists per country and per language.
• Review each marketplace weekly; do not copy bids from one country to another.
• Compare results in one currency, but make decisions on local margins.

Our article on Amazon PPC campaign structure explains the framework in more detail.

Can an agency manage Amazon PPC in several European countries?

Yes. An agency can run campaigns from one Amazon Ads account across several European countries, provided it has native-language keyword research and local margin data for each. Ask who checks the keywords in each language and how bids are set per country.

EcommTech (ECOMMTECHAGENCY LTD) is a UK-registered Amazon and marketplace agency with a team in the UK and Pakistan. We manage German, Dutch, Polish and French marketplaces for clients. You can read more on our German page, Amazon Agentur, and our Dutch page, Amazon bureau, or see our Amazon PPC management service.

How EcommTech runs Amazon PPC across Europe

We manage German, Dutch, Polish and French marketplaces every day, with local-language keyword research per store and separate budgets per country. EcommTech (ECOMMTECHAGENCY LTD) is a UK-registered Amazon and marketplace agency with a team in the UK and Pakistan. The team has worked with marketplace sellers since 2020, and the company was registered in England and Wales in September 2024.

For brand owners: how we work

1. Free written audit: we review your campaigns, listings and account health and send a written audit within 3 working days.
2. Plan and fixed fee: a plan with timeline, the team assigned and a fixed monthly fee, agreed in writing before anything starts.
3. Onboarding: access through Amazon’s user permissions, so you keep ownership of your account and can remove us at any time. Daily check-ins while we settle in.
4. Run and report: weekly reports on sales, ACoS, rankings and account health, plus a monthly review call. Month to month, with no lock-in.

You get a named account manager and an in-house team of 40+ specialists across PPC, listings, design and operations. See our Amazon PPC management service for the full scope.

For agencies in Germany, Europe and the US

We work white-label with marketing agencies, Shopify developers and consultants who want to offer Amazon, TikTok Shop and European marketplace services without building their own team. Your client, your brand, our specialists. See how our white-label Amazon PPC for agencies works.

• White-label delivery: PPC, listing and account management for your clients.
• Your branding: shared reporting you can forward under your agency’s name.
• European marketplaces: onboarding and management for your DACH, Dutch and Polish clients on Amazon, OTTO, Kaufland, bol.com and Allegro.
• Referrals: if you prefer to hand a client off completely, we can agree a referral arrangement.
• Working hours: our team in Pakistan starts the day before the UK and central Europe, so overnight data is checked before your morning.

Proof you can check

• Registered in England and Wales, company no. 15972352.
• 5.0 rating on Google from 14 reviews.
• Founder’s Upwork profile: Top Rated, 98% Job Success, 38 contracts, 5,700+ hours.
• Amazon Ads Verified Partner and Kaufland Verified Service Partner.

Frequently asked questions

Can I run Amazon Ads in several European countries from one account?

Yes. Amazon says new advertisers can create one account to register for all eligible countries, then switch between countries in the console. Each country still has its own campaigns, budgets and currency.

Should I translate my English keywords for Amazon.de?

Use translation only as a starting point. German shoppers often search compound words, such as Laufschuhe, so research local terms, check search bar suggestions and use an automatic campaign to find the words people actually type.

Is the UK part of Pan-European FBA?

No. Amazon says the UK has not been part of Pan-European FBA since 1 January 2021. To use FBA in the UK and the EU, you need stock in both or Amazon’s Remote Fulfilment option.

Why does break-even ACoS differ between European marketplaces?

Prices include VAT at each country’s rate, and fees, fulfilment costs and currencies differ. The same product can leave a different net margin in each store, so calculate break-even ACoS per marketplace.

Can a German or Dutch agency hand Amazon clients to EcommTech?

Yes. EcommTech works white-label with agencies and consultants, including onboarding and management for DACH, Dutch and Polish clients on Amazon and European marketplaces, with reporting under the agency’s own name.